Chapter_17 - Chapter 17 Sales Promotion, Point-of-Purchase...

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1 Chapter 17 Sales Promotion, Point-of-Purchase Advertising, and Support Media
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2 Part Five: Integrated Brand Promotion We have considered the Process, Planning, Preparation, and Placement of advertising and IBP in the first Four Parts of the book Now we take a detailed look at the full range of IBP tools available to the advertiser Each of these IBP tools has a unique capability to influence audience perception of a brand PPT 17-2
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3 Sales Promotion--Defined Using incentives to create a perception of greater brand value” Consumer Market sales promotion Induce household consumers to purchase a firm’s brand Trade-Market sales promotion Motivate distributors, wholesalers, and retailers to stock and feature a brand Business Market sales promotion Cultivate buyers in large corporations who make purchase decisions PPT 17- 3
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4 Sales Promotion Examples Coupons Price-off deals Premiums Contests Sampling Sweepstakes Brand placements Incentives Loyalty Programs Trade Shows Allowances Gift Cards PPT 17- 4 Point of Purchase Displays
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5 Sales Promotion vs. Advertising Short term demand vs. long term demand Encourages brand switching vs. brand loyalty Induces trial use vs. encourage repeat purchase Promotes price vs. image Immediate results vs. long term effects Measurable results vs. difficult to measure PPT 17- 5
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6 Importance of Sales Promotion $300 billion in 2008 Growth rate: 4-8 percent Reasons for growth: Demand for accountability Short-term orientation Consumer response to promotions Proliferation of brands Increased power of retailers Media clutter PPT 17- 6
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7 Objectives for Consumer-Market Sales Promotion 1. Stimulate trial purchase 2. Stimulate repeat purchases 3. Stimulate larger purchases 4. Introduce a new brand 5. Combat or disrupt competitors 6. Contribute to IBP PPT 17- 7
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8 Consumer-Market Sales Promotion Techniques 1. Coupons 2. Price-off deals 3. Premiums 4. Contests/sweeps 5. 6. Phone gift cards 7. Brand placements 8. Rebates 9. Frequency programs 10.Event sponsorship PPT 17- 8
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9 Coupons Entitles a buyer to a price reduction for a product or service Advantages
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Chapter_17 - Chapter 17 Sales Promotion, Point-of-Purchase...

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